The Seeking State

The Seeking State is a research-led cultural consultancy founded by Frances Croxford. We create strategies for brand and retail that are ambitious, effective and transformative. Through the diverse sources in our archive, we research every brief from multiple perspectives to expand the horizons of our clients, the sector and ourselves.

Brand Strategy

Brand Architecture 

Name Development

Messaging & Tone of Voice 

Retail Strategy

Audience Development

Omnichannel Strategy

Product Range Planning


Brand and Retail Audits

Cultural Analysis

Feasibility Studies

Commercial Reviews


Implementation Planning

Financial Modelling


Retail Training

Team Building

Away Days


Amos Rex, Helsinki

Art UK

Association of Cultural Enterprises

Buy Art Fair

Canvas, Asia

Carolina Performing Arts

Centre Pompidou

Chester Zoo

Culture 24

Galway International Arts Festival


Harrow Menswear Fashion Archive

Het Nieuwe Instituut, Rotterdam

Initiative of Heritage Conservation

Jason Martin Studio, Portugal

Jencks Foundation

M+, Hong Kong

Manchester Museum

Manchester Art Gallery

Ministry of Culture, Athens

Ministry of Culture, France

Museum of London

National Gallery of Greece, Athens

National Portrait Gallery, London


Royal Botanic Gardens Kew

The Box, Plymouth

The Burrell Collection, Glasgow

The Holburne, Bath

The Roberts Institute of Art

The Royal Parks, London

Tower Bridge

Turner Contemporary, Margate

Viking Triangle, Ireland

We Are Museums

Whitworth Art Gallery

Wing Tai, Asia

Consultancy for Culture, Brand and Enterprise

“We at M+ have had the privilege of your insightfulness and understanding of our vision for a number of years and I want to thank you for the magnificent work that you have undertaken. It has been both inspiring and thought provoking, the impact of this work
we have done together continues.”

Suhanya Raffel, Executive Director, M+, Hong Kong

“The Seeking State has an empathy for
what really makes organisations tick.
The experience was more than a
transactional relationship – it was like teamwork, with well-managed milestones
and deliverables that kept us to plan. As a result, we have embarked on a 'ground zero' reboot of our whole retail operation.”

Richard Davidson-Houston, Managing Director, Glyndebourne

“The Seeking State stood out for their
holistic approach. They provided stimulating ideas and materials to help identify and articulate our future direction. Our team
still refers to their research when evaluating new projects and developing digital content. Their approach helped us to get to the heart
of our organisational mission in a way that
brought us together as a team, aligned the organisation’s work and paved the way
for a robust and exciting future.” 

Kate Davies, Director, Roberts Institute of Art

“It was clear from the start that The Seeking State would take us to new frontiers and open up new possibilities. Our entire organisation feels more cohesive and collaborative as a result of working with Frances and her team. Everyone says that they feel heard and understood, and remarked how engaging, productive, and insightful the process has
been. The Seeking State's ability to synthesise information and come back with structured, clear and meaningful directions is striking.
The experience has been a tremendous joy.”

Alison Friedman, Executive and Artistic Director, Carolina Performing Arts

“The Seeking State is a company that
directors and key stakeholders sit up and
listen to. Thought provoking content,
intensity and passion for culture.”

Michael Wright, Commercial Operations Manager, The Burrell Collection, Glasgow

“From the moment we began the project we were absorbed in The Seeking State’s enthusiasm, energy and the need to strive for bigger and more challenging ideas. The end result has set us on a new commercial journey which has not only inspired the team throughout the organisation but has also provided a new sense of togetherness. The whole experience has been transformational
in how we think and behave.”

Dominic Strange, Commercial Director, Chester Zoo

“The Seeking State’s unique approach of
in-depth research, analysis and intelligent assessment across all aspects of the project, was both creative and professional. They continuously surprised and inspired us.”

Quincy Leon, Head of Brand Licensing, Royal Botanic Gardens, Kew

“The work we undertook with The Seeking State was incredibly valuable. The advice we received was astute, and the presentation and quality of the finished report was outstanding. It is a document I still keep on my desk several years later to refer back to for inspiration.”

Camilla Stewart, Head of Commercial Programmes and Collection Partnerships, Art UK